Gartner for Marketers Research

Expert Research October 01, 2019

Use this Framework to Map Customer Journeys and Deliver Better Customer Experiences

Today's marketers are challenged to effectively measure the advocacy and loyalty of a more empowered customer while focusing on the experiences that turn them into loyal brand advocates. Failure to recognize customers’ desired end-to-end journeys undermines strategy, harms customer relationships and adversely impacts business results.

Gartner's Buy/Own/Advocate framework is a powerful tool to help marketing leaders expand their view of the customer journey, define that journey, and uncover problems and opportunities they can address to improve CX loyalty and retention results.

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